social media west sussex county council cabinet presentation
TRANSCRIPT
Cabinet Social media workshop
Mel Stevens Head of Insight
Martin FarrellPerformance Manager
21st Feb 2012
What is social media?
Live chat and web-casting Shareable content, widgets, feeds Multimedia sharing Hyper-local communities Social networks Blogs Microblogging
2
It has a distinct culture
Societal hunger for authenticity and transparency
Social media is an increasing arena for debate, not simply a tool to communicate into
3
4
It is networking our society
The Internet has had a profound effect on society – we have moved from an industrial to an information or networked age
There is a pressure on old ways of working. Think about the millennial generation who have been brought up expecting information and responsiveness to be constantly and immediately available
People now share opinion, content and data freely. They comment, they influence and they make change happen
It is changing the concept of news and the speed of reporting of news
It is creating new relationships…
The quantity, diversity and locations of people we’re able to connect with has expanded dramatically
It’s easier to extend spheres of influence and include people you’d like to meet, or would like to know better
Social currency (social capital) is gained by having large networks that are loosely organized and not particularly intimate
“strength of weak ties” - high value of relatively superficial relationships. They connect us to resources, information and ideas we would otherwise not know e.g. crowdsourcing the best information to solve particular business issues
Weak ties require less maintenance and are less time consuming
5
…and opportunities for activism
69% of people claim they are interested in how things work in their local area
54% say they do not know ‘very much’ or ‘anything at all’ about how things actually work in their local area
70% of people feel that the internet makes it easier for them to participate in civic and political activities
6
Save the West Sussex County Youth Theatre - 2671 signatures in 4 days
The global landscape
The world wide web was born a) 1991 b) 1993 c)1995
What % of the online community are 18-24yrs a)12% b)21%
c)34%
Number of Facebook users a) 450m b) 700m c) 800m
Number of twitter users a) 100m b) 200m c) 300m
Proportion of inactive twitter accounts a) 9% b) 32% c)47%
7
The UK landscape
48% of all mobile phone sales are smart phones
Proportion of adults using the internet a) 68% b) 76% c) 80%
Percentage of those who’ve signed an online petition a) 3% b) 9% c) 15%
Proportion of adults with a social media profile a) 22% b) 31% c) 48%
Number of 75+ with internet at home a)26% b)29% c) 35%
18% of 65+ internet users participate in social networking
21% of 45-54yr have contributed comments to someone else's web/blog
The top internet site for all ages is…
8
The public sector landscape 67% of public bodies that have blocked staff access to social media
Cornwall Council – 2491 tweets, 4966 followers
ESCC – 1510 tweets, 2343 followers
Sussex Police – 5534 tweets, 14,007 followers
WSCC YouTube has 91 videos with 75,197 views
West Sussex Residents’ e-Panel – 4035 members
WSCC twitter – 3287 tweets, 3025 followers
WSCC gritter twitter – 185 tweets, 460 followers
Louise Goldsmith – 15 tweets, 44 followers
Bob Smytherman – 8437 tweets, 1570 followers
Steve Waight – 27 tweets, 55 followers
9
WSCC staff using social mediaStaff using social media - 335 took part
55%
15%
32%
0%
4%
7%
9%
9%
12%
18%
19%
36%
56%
I use it at home
I use it for work
Use none
Bebo
Other
MSN
Blogs
Flickr
Google +
YouTube
West Sussex picture
11
12
Hyper local communities growing
13
Sussex Police case study Social media engagement strategy 2012
Embed digital tools into the culture and practice of SP Build a culture of transparency, encouraging dialogue,
highlighting the values that underpin their business Encourage informal interaction, taking a narrative
approach
“We want to highlight how we are serving Sussex every day in many different ways. Your stories, experiences and personality will bring this to life. We want local people to see what we do and share their thoughts with us”
DCC Giles York, guidelines for participants
Not ‘good news’ vs. ‘bad news’ but does it demonstrate what SP want to be known for?
14
15
SP Delivery plan Increase visibility and transparency Empower and promote best practice, actively empower staff Content (i.e. words, images, video) Embed in contact channels (online and offline, seek channel shift) Embed in operational policing (i.e. witness appeals) Embed in neighbourhood policing (i.e. feedback on local priorities)
• Benefits so far Improved reputation Operational impact Involved public
How SP work: Traffic Light assessment
Caution – we’ll assign a dedicated lead for the most complex or contentious issues– Examples: Changes to police front counters,
Political issues (new Councillor for area)
Seek advice – please speak to us first– Examples: Advice on Street Meeting
locations, Best way to distribute crime prevention advice
Go ahead – we will help you self-serve– Examples: Promote PPAF donation to charity,
Send update via Community Message System
If in doubt, just ask!
Sussex Police picture
Some reasons for WSCC going social
Opportunities for making localism a reality Enhanced democracy and local leadership Potential to contribute to improved
resident outcomes and wellbeing If we don’t fundamentally change the way
we operate, the public are still going to have wide ranging conversations and organise themselves – but with out us
Advantages Extended reach Flexible usage Instant Cheap Open Gov. Authenticity and
personality Reputation
management
Challenges Current structures of
org and democratic processes (i.e. petition buzz)
Cultural shift Digital divide Measure success? Trust Training Reputation
management Blurring the lines
between professional and personal
19
Discussions and considerations
What does living in a network society mean? for elected members for WSCC for resident engagement
Think about 1…5…10 years in the future what kind of relationship with citizens will we have
then? how can we help shape that?
20
Next steps
What do we need to start doing now? What we could offer
–1:1 member support– Live in the day of…–Collaboration project with Sussex Police–Training/open event–Staff to start ‘interacting’ as day job
21
Four common mistakes and how to avoid them
Number 1: Operating in broadcast mode
How to avoid it…
3.Understand who your target audience are and what they will respond to 4.Be clear about what you are trying to achieve 5.Be creative, be selective, most people are ‘visual’
Four common mistakes and how to avoid them
Number 2: Thinking message received = message sent
How to avoid it…
3.Think about your audience first and what you want to say last4.If its an important message – test 5.Communicate in more than one way
Four common mistakes and how to avoid them
Number 3: Forgetting to be human
How to avoid it…
3.Don’t worry – its ok to be human4.Avoid jargon – test 5.Read what you write out loud
Four common mistakes and how to avoid them
Number 4: Expect people to
come to our spaces
How to avoid it…
3.See what’s already going on4.Interact there5.Signpost to updated and relevant spaces